Google’s advertising network is divided into two main parts: the Google Search Network and the Google Display Network. While the Search Network generates the familiar search results we see on Google, Google Search Partners extend your ads to other sites and platforms within Google’s network, giving you the potential to reach a wider audience.
In this article, I’ll share six top tips to get the most out of Google Search Partners and boost your campaign performance.
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1. Understand Where Your Audience Browses
Maximizing results with Search Partners takes time and testing. Start by analyzing your search term report and identifying high-impression queries. Consider creating a dedicated Search Partner ad group for these queries as a test. Using negative keywords to filter out underperforming terms will also help keep your campaigns efficient and relevant.
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A great starting point is high-intent brand campaigns. Users searching for your brand are often ready to convert. Search Partners can increase traffic volume and leverage remarketing to target previous visitors, providing a strong opportunity for conversions.
3. Review and Refine Your Keywords
While you cannot adjust bids specifically for Search Partners, reviewing your keywords and match types is essential. Keep campaigns highly targeted and relevant to maintain performance. Consider using Single Keyword Ad Groups to monitor ad group performance and segment by device type to see whether mobile or desktop users are engaging more.
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4. Compare Performance Across Networks
Segment your campaign data by network to see how Google Search performs versus Search Partners. Understanding this difference will help you allocate budget effectively and identify which channels drive the best results.
5. Keep Testing
If Search Partners didn’t perform well in the past, it’s worth experimenting again with different offers, audiences, and strategies. Google Ads continually evolves—for example, Smart Bidding was introduced to Search Partners in 2018—so re-testing with updated features can lead to better results.
6. Use Duplicate Campaigns Strategically
One effective tactic is to duplicate campaigns:
- Keep one campaign targeting Google & Search Partners
- Keep another campaign targeting Google only
Set a slightly higher bid on the combined campaign so that Google-only ads win auctions, leaving Search Partner traffic for the duplicated campaign. This strategy allows you to expand reach without doubling your budget. Be careful to replicate CPC changes exactly, or you could unintentionally overbid on Search Partner traffic.
Final Thoughts
Google Search Partners can be a powerful tool for expanding your reach, but success requires testing, analyzing, and refining. By applying these six tips—understanding your audience, focusing on branded campaigns, reviewing keywords, monitoring performance, experimenting continuously, and using duplicate campaigns—you can unlock the full potential of Search Partners and improve your overall Google Ads strategy.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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